¹Diana Triwardhani,²Lina Aryani,³Dahlia Pinem

^1,2,3Faculty of Economics and Business UPN Veteran Jakarta Jl Rs Fatmawati Pondok Labu, South Jakarta

The purpose of this study was to prove the effect of Store Image, Price Consciousness, and Quality Variations Repurchase on Private Label, samples were taken using convenience sampling of 179 respondents and data collection using a questionnaire which was conducted at the Superindo Superindo Cinere West Java Indonesia where all the obtained instruments were valid, with multiple regression results that there is a significant variation between price and quality awareness on the intention to repurchase private label products but for store image it has no effect on the desire to buy products from private labels, because it turns out that people buy private label products not because of the image of the store but because of variations quality and price because usually private label products issued by the supermarket concerned are cheaper than similar branded products.

StoreImage, ConsciousnessPrice, Repurchase, VariationQuality, PrivateLabel

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